SILVA, Edson CoutinhoLas Casas, A. L.2021-09-302021-09-302020-01-20SILVA, Edson Coutinho, Las Casas, A. L. Key elements of sports marketing activities for sports events. INTERNATIONAL JOURNAL OF BUSINESS ADMINISTRATION, v. 11, n. 1, p. 11, 2020.1923-4015https://repositorio.fei.edu.br/handle/FEI/3347Sports marketing activities comprise people, activities, business and organisation in producing, facilitating, promoting or organising any product (as goods, services and events) for a demand of sports supporters. This theoretical paper aims to introduce and discuss the sports scheme, sports marketing mix, and sports supporters as three key elements which the sports teams need to focus on to implement sports marketing activities in sports events. By and large, sports teams have been implemented marketing principles as well as sponsorships to qualify a sports events as experience and entertainment focus on the supporters (as customers). Sports scheme refers to actors’ network, marketing tools represents the tools to plan and perform marketing activities and supporters are those who support and purchase club goods. Thus, all of them are key relevant elements to organise a sports event (as a game or match). The professionalism of the sports events has required use the sports and non-sports stakeholders' skill to help sports teams to design and provide a sports experience and amusement by means sports marketing tools to format a suitable product and service to a supporter’s audience.Acesso Restritosports marketingsports supporterssports schemesports teamssports businessArtigo10.5430/ijba.v11n1p11